PR Future, The USC Center For Public Relations podcast

42:36

Get fresh NerdWallet data on what your points and miles are really worth in 2025 — and why the answer might change how you book travel. Should you take a $650 flight voucher or 32,500 miles? How much are your points and miles actually worth? Hosts Sally French and Meghan Coyle break down the latest NerdWallet valuations to help you make smarter redemption choices. But first, they cover the week’s biggest travel headlines, including Southwest Airlines’ new partnership with EVA Air, Frontier’s companion certificate promotion and status match, and JetBlue opening up award bookings with Condor Airlines. Then, travel Nerd Craig Joseph joins Meghan to discuss NerdWallet’s latest airline, hotel, and credit card point valuations, with tips and tricks on comparing loyalty programs, maximizing transfer partners, and deciding when cash is more valuable than points. They also discuss the impact of devaluations, how close-in bookings can save you points, and why premium cabins can sometimes offer outsized redemption value. Plus: Craig’s hot take on airport lounges. Card benefits, terms and fees can change. For the most up-to-date information about cards mentioned in this episode, read our reviews: Is the Frontier Airlines World Mastercard Worth Its Annual Fee? https://www.nerdwallet.com/article/travel/is-the-frontier-airlines-world-mastercard-worth-its-annual-fee Citi Strata Credit Card Review: Solid Rewards for No Annual Fee https://www.nerdwallet.com/reviews/credit-cards/citi-strata Citi Double Cash Review: A Solid Choice for Everyday Spending https://www.nerdwallet.com/reviews/credit-cards/citi-double-cash Citi Custom Cash Card Review: Low-Maintenance 5% Cash Back https://www.nerdwallet.com/reviews/credit-cards/citi-custom-cash Citi Strata Premier: Big Rewards Across Top Spending Categories https://www.nerdwallet.com/reviews/credit-cards/citi-strata-premier Is the New Alaska Atmos Summit Card Worth a $395 Annual Fee? https://www.nerdwallet.com/article/travel/is-the-alaska-airlines-atmos-summit-card-worth-its-annual-fee Resources discussed in this episode: Airline Miles vs. Cash Calculator https://www.nerdwallet.com/article/travel/calculator-should-you-book-a-flight-with-cash-or-miles How Much Are Travel Points and Miles Worth in 2025? https://www.nerdwallet.com/article/travel/airline-miles-and-hotel-points-valuations Want even more tips and tricks to get the most out of your travel dollars? Subscribe to TravelNerd , our free newsletter designed to help you crack the code on spending less on your travel. In this episode, the Nerds discuss: points and miles valuation, airline miles value, hotel points value, credit card points value, Southwest EVA Air partnership, Frontier Companion Certificate, JetBlue Condor award booking, Citi American Airlines transfer, Amex Membership Rewards value, Capital One points value, Bilt points value, Hyatt points value, Hilton points value, Marriott points value, Wyndham points value, IHG points value, Alaska miles value, JetBlue points value, American Airlines miles value, United miles value, Southwest points value, Virgin Atlantic miles value, ANA miles value, Avianca LifeMiles value, best way to use Amex points, best way to use Citi points, best way to use Capital One points, use cash or points for flights, last minute award flight value, premium cabin redemption value, economy flight points value, airline devaluation, hotel point devaluation, cash vs points travel booking, when to transfer credit card points, how to maximize travel rewards, and NerdWallet points and miles calculator. Learn more about your ad choices. Visit megaphone.fm/adchoices…

PR Future, the USC Center for Public Relations Podcast

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The PR Future podcast from the USC Center for Public Relations (CPR) shares the latest trends and provides insight into the future of public relations and strategic communication. Produced at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Emeritus Fred Cook, #PRFuture features discussions with communication executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Our fall 2024 and spring 2025 seasons will include interviews with our Board of Advisers members and their agency teams discussing recent research, reflecting on the ethical use of AI, and examining upcoming themes in our 2025 Global Communication Report.

42 episodes

PR Future, the USC Center for Public Relations Podcast

updated il y a environ 14 jours

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42 episodes

Tous les épisodes

1
Relevance Report 2025: Sports 31:49

il y a environ 14 jours31:49

31:49

Season 7, Episode 1 — "Relevance Report 2025: Sports" As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling. Guests: Jennifer Stephens-Acree — Founder & CEO, JSA Partners Kirk Stewart — USC Professor, Former Nike VP of Global Communications Maryanne Lataif — SVP, Corporate Communications, AEG Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown The Rise of Women’s Sports — 0:02 Brand Sponsorship and Cultural Momentum — 3:00 The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00 College Athletics and NIL Impact — 8:30 The Transfer Portal and Fan Loyalty — 10:30 Technology and the Fan Experience — 17:20 Immersive Storytelling in Live Events — 19:30 Celebrity Athletes and Media Power — 22:20 The Future of PR in Sports — 25:40 Sports as the Great Unifier — 29:10 Key Insights 1. Women’s Sports Are Leading a Cultural Shift Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance. 2. College Athletics Is at a Crossroads Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees. 3. Technology Is Reimagining the Fan Experience Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists. 4. PR’s Expanding Role in Sports The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance. 5. Sports as a Unifying Force In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
PRWeek Replay: AI Activated Discussion 28:32

il y a 23 weeks28:32

28:32

This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report. This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured: Frank X. Shaw, Chief Communications Officer at Microsoft Melissa Waggener Zorkin, Global CEO of We. Communications Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices. AI's Impact on PR and the Role of Humanity 0:02 Balancing AI and Humanity in Storytelling 2:31 Fostering an AI-Ready Culture 5:49 Challenges and Opportunities in AI Adoption 12:48 AI in Media Relations and Measurement 16:21 Preparing the Next Generation of PR Pros 22:17 The Future of AI in PR 27:34 Key insights include: AI as a Tool, Not a Replacement The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential. Creating an AI-Ready Culture Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams. Education and Skill Development Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions. Practical Applications The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches. Future Outlook The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report." The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance . Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
Mind The Gap: 2025 Global Communication Report Recap 47:36

il y a 24 weeks47:36

47:36

Based on a survey of over 1,000 PR professionals, the 2025 Global Communication Report from the USC Center for Public Relations –in conjunction with Zeno Group and IABC – reviews how AI, hybrid work, generational shifts, influencer culture, and polarization are reshaping public relations. To download the report, go to this link To find information about the International Association of Business Communicators (IABC), go to this link Key Takeaways from the Discussion: Public relations is entering a new era—driven by technology, authenticity, and the influence of a younger, more optimistic generation. AI in PR : Embraced as a powerful tool, not a replacement for human creativity Hybrid Work : Redefining mentorship, collaboration, and team culture Shifting Trust : Younger audiences rely more on influencers than traditional media Skills for the Future : Media literacy and AI training are now essential Polarization : A rising challenge that demands thoughtful communication Gen Z’s Impact : Advocating for purpose-driven, inclusive, and authentic PR Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
Life Actually: A No Bullshit Study on the Future Gen Z Wants ft 37:28

il y a 25 weeks37:28

37:28

Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually . The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume. Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication. Moderated by Fred Cook, the conversation addresses key questions, including: In what ways is Gen Z more similar to their parents than expected? How do their views on stability, risk, and tradition split across subgroups? Why does financial anxiety shape so many of their decisions? What should communicators understand about Gen Z’s internal diversity? How can media literacy become a strategic asset in engaging Gen Z? Key Discussion Highlights The report identifies three mindsets within Gen Z: Neo-Traditionalists value stability and lean toward conservative ideals Fluid Pragmatists take a cautious, balanced approach to major life decisions Internet Age Explorers reject conventional paths in favor of experimentation and experience Money as a Central Concern Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning. A New Life Timeline Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven. The Implications for PR Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement. Media Literacy as a Core Competency Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value. Time markers 00:00 — Understanding Gen Z: A New Perspective 06:41 — The Three Cohorts of Gen Z 12:09 — Fluid Pragmatists: The Middle Path 17:37 — Internet Age Explorers: The Experimental Group 25:18 — Navigating the Future of PR with Gen Z 31:21 — Media Literacy and the Information Diet of Gen Z Find the report here: Gen Z: Life, Actually – Day One Agency https://d1a.com/perspective/genz-life-actually Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
The Future of PR: Exploring Four Generations in the Workforce 57:26

il y a 29 weeks57:26

57:26

Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap , which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four generations working within it. Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores questions like: How do different generations view AI’s role in the future of PR? What does true collaboration across age groups look like? How can organizations foster flexibility without sacrificing culture? How should communicators approach purpose-driven work amid growing polarization and risk aversion? Key Discussion Highlights: AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills. Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings. Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused. The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025. Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations. Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded." Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report Featuring: • Fred Cook (USC Annenberg Center for PR) • Kelly McGinnis (Levi Strauss & Co.) • Sona Iliffe-Moon (Yahoo) • Bill Imada (IW Group) • Kyndall L. Echols (fashion & brand communications consultant) Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations, Author of Improvise: Unorthodox Career Advice from an Unlikely CEO Executive Producer: Ron Antonette Producers: Joe Carreon and Javiera Contreras Follow us: @USCCenterforPR on X , Instagram , and Facebook Subscribe to our newsletter: News from the USC Center for Public Relations Learn more: https://annenberg.usc.edu/research/center-public-relations This episode was recorded live at USC Annenberg. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
A conversation with Chantelle Darby, Accel's VP of Communications 36:49

il y a 30 weeks36:49

36:49

Burghardt Tenderich, Professor of Professional Practice at USC, speaks to Chantelle Darby, VP of Communications for the global Venture Capital firm, Accel. Chantelle started her career on the agency side before leading Yelp through an IPO and working with Sheryl Sandberg on Lean In. Chantelle covers these roles and offers crucial advice for students and young professionals starting out in the industry. Featuring: Chantelle Darby, VP Communications, Accel Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Executive Producer: Ron Antonette Producers: Marshall Winfield, Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California. A production of the USC Annenberg Center for Public Relations at the University of Southern California. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
2025 USC Annenberg Relevance Report: AI Activated 44:58

il y a 34 weeks44:58

44:58

Faryar Borhani, Sona-Iliffe Moon, Jeff Beringer, Christina Bellantoni, and Michael Kittilson join Fred Cook to discuss the USC Annenberg Center for Public Relations' latest Relevance Report: AI Activated. The conversation covers governance, training and up-skilling, augmentation and more as we delve into how global institutions are handling the increased presence of AI, embracing change, and utilising the tools available. Featuring: Faryar Borhani: Faryar is the Chief Communications Officer at Encore Capital Group and has been a USC Annenberg Center for Public Relations Board Member since June 2024. Sona Iliffe-Moon: Sona is currently the Chief Communications Officer at Yahoo. Prior to this, Sona was at Facebook and Lyft among other companies. Sona is also a USC alum having completed an MA in Strategic Public Relations at USC Annenberg. Jeff Beringer: Jeff has been with Golin for over two decades and currently serves as their first Chief AI Officer. Jeff previously led marketing and transformation teams at IPG and web relations at Weber Shandwick. Christina Bellantoni: Currently director of the Media Center at USC Annenberg, Christina was previously the Assistant Managing Editor of the LA Times and Editor-in-Chief at Roll Call. Michael Kittilson: Michael is a USC Graduate student in Annenberg's PRA program. He leads multiple collaboration efforts with the PR Center's partners and is a Senior Research Associate at USC Annenberg Center for Climate Journalism and Communication. Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Reports: USC 2025 Relevance Report Executive Producer: Ron Antonette Producers: Marshall Winfield, Joseph Carreon, Anahita Mehra, Javiera Contreras Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
The evolving world of PR & Comms, with Pilaar Terry 40:38

il y a 46 weeks40:38

40:38

As part of USC Annenberg’s PR Futures podcast, Professor Burghardt Tenderich spoke with USC alum and former Annenberg Executive in Residence, Pilaar Terry. Pilaar is currently the Managing partner and COO of POV Agency and the conversation covers her experiences as a founder, client relationships, advice to those starting out and more. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
AI In Your Workplace, with WE Communication’s Lindsey Bastani and Michael Sullivan 33:38

il y a 51 weeks33:38

33:38

Episode Summary: New research from WE Communications and USC Annenberg Center for Public Relations finds communication professionals who frequently use AI are more excited to come to work. In this episode of PR Future, host Fred Cook is joined by Lindsey Bastani and Michael Sullivan from WE Communications to discuss the impact of AI in the PR industry. The study tracks evolving perceptions and use of AI tools among PR and communication professionals over the past year. Bastani and Sullivan share insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry. Episode Guests: Lindsey Bastani, EVP, Technology, WE Communications Michael Sullivan, VP, Strategic Insights, WE Communications Description: This episode is grounded in a year-on-year study showing communicators are now more familiar with AI's capabilities and key use cases, including content creation, data analysis, and media landscape research. The conversation also highlights the importance of senior leadership in fostering a culture of AI adoption, learning, and experimentation, as this leads to increased job satisfaction and value perception. Despite initial concerns, communicators are now more confident and see AI as a tool to enhance, rather than replace, their roles. The discussion also touches on the need for training and the potential for AI to streamline tasks and improve efficiency. Highlights: Discussion on the changing perceptions of AI within the PR industry over the past year [1:21] Strategies for creating a culture that encourages AI adoption, including leadership support and employee autonomy [5:32] How PR professionals are using AI to create content, analyse data, and research the media landscape [8:51] Importance of developing AI skills and expertise, especially for new / young professionals [13:07] Decreased concern and untapped use cases, particularly enhancing media relations [15:58] Future predictions, including the rise of more specialized AI tools tailored to communicators' needs [24:04] Advice for students and professionals on incorporating AI into their work [28:39] Resources: Energized by AI: How Technology is Changing Communicators’ Relationship to Work - we-worldwide.com/energized-by-ai USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research Host: Fred Cook ( @fredcook ), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Executive Producer: Ron Antonette Producers: Marshall Winfield and Isadora Binder-Helenchilde Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads) Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
Strengthening workplace culture through communication, with David Michaelson, PhD 35:38

il y a 1 year35:38

35:38

USC Research Fellow and Burson, Ogilvy, and Teneo alum David Michaelson, PhD, joins Fred Cook to discuss USC’s latest research on internal communications and the future of work. They note challenges in maintaining corporate culture following shifts to hybrid and remote working and emphasize how internal communications can be used to build employee engagement and preserve company identity. Reports: Staffbase: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/ Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Executive Producer: Ron Antonette Producers: Isadora Binder-Helenchilde and Marshall Winfield Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg 26:47

il y a 2 years26:47

26:47

In this episode, Josh Rosenberg, CEO of Day One Agency, joins Fred Cook to discuss the results of a real-time ethnographic study about Gen Z media habits that Day One and the USC Annenberg collaborated to conduct. The discussion uncovers the nontraditional news sources and the 'always on' media engagement that characterize Gen Z's unique media landscape. Josh shares his insights on how brands can tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of engagement. Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation. For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective . This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com . Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban. Featuring: Josh Rosenberg, Co-founder & CEO, Day One Agency Host: Fred Cook ( @fredcook ), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Follow us: @USCCenterforPR (Twitter, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

1
Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman 36:40

il y a 2 years36:40

36:40

M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant in the modern world and remain pervasive in the minds of millions? In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose. Featuring: Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley Host: Fred Cook ( @fredcook ), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Follow us: @Center4PR (Twitter, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

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2024 Relevance Report Discussion: Welcome to AI 57:20

il y a 2 years57:20

57:20

In this episode, we navigate through the transformative impact of AI on the PR industry, discussing its potential for crisis communication, risk assessment, and countering disinformation. We reflect on the potential for AI to revolutionize PR, comparing it to the invention of electricity. Listen to our insights on how AI could bring about a culture change in the industry and why it's important to view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in communication and encourage our listeners to approach AI tools thoughtfully and responsibly. Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

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How AI is transforming the future of PR and communications 25:58

il y a 3 years25:58

25:58

How is AI transforming the public relations industry, and what does it mean for PR professionals? We recently hosted a captivating discussion with a panel of AI pioneers, including Aaron Kwittken of PRophet, Ed Clarke of Cometrics, and Bobby Lincoln of PeakMetrics, to explore this fascinating topic. Our conversation delves into the need for communicators to become more data-savvy and how these tools can support our gut instincts with solid data. In our conversation, we focus on the crucial issues of ethics and accuracy as we explore the initial reactions to AI-powered tools. We also delve into the necessary skills that communicators will need to incorporate AI effectively in the future. Our panelists provide valuable insights into how to address concerns and leverage opportunities that AI presents for brands to better understand their customers. Looking ahead, we examine the potential impact of AI technology on jobs and industries, as well as the importance of ensuring accuracy in a world where AI is continuously evolving. We discuss the need for governing bodies to establish standards for AI, the question of content ownership in AI-generated work, and the responsible use of this technology. Tune in to this episode of #PRFuture to learn more, and download the 2023 Global Communication Report at www.annenberg.usc.edu/gcr . Moderator: Doug Dawson, Director, Global Communications, Microsoft and USC Annenberg faculty Featuring: Aaron Kwittken, CEO & Founder, PRophet, Comms Tech Cloud CEO, Stagwell Global Ed Clarke, CEO and Founder, Cometrics Bobby Lincoln, COO and Co-Founder, PeakMetrics Host: Fred Cook ( @fredcook ), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Follow us: @Center4PR (Twitter, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder Social Content: Angelina Tran, Hailey Evans Growth: Van Luu, Shaan Dhaliwal Links Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn . Follow Fred Cook on LinkedIn . Find all our reports at annenberg.usc.edu/cpr. Download the 2025 Relevance Report at annenberg.usc.edu/relevance…

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PR & Its Role in Mental Health Support 40:04

il y a 3 years40:04